Graphic Design Made Simple.
Create & Captivate
Graphic Designs is technically defined as “the art or skill of combining text and pictures in advertisements, magazines, or books.”
We define Graphic Designs as a visual and creative process in which we capture the essence of a business’ vision. Graphic Designs is focused on creating a concept that triggers a reaction whether that be emotionally, physiologically even physically. The most common misconception is that there are no mistakes when it comes to design, that’s why we recently released a “Quick Tip” on five of the most common design mistakes. The first mistake we wanted to relay is choosing the wrong font, in your design when using text, it’s sometimes difficult to remember that the font we choose is directly linked to how we want our market to feel when they look at the concept.
For Example: Below is the word “Hi”
The first “Hi” represents a colder tone. The second “Hi” represents a warmer tone. Similar to the basic example above the font used creates a certain atmosphere. We always ask ourselves “What we what this advertisement or design to represent?” “How do we feel when we re-look at the design for the final time?” As important as a great picture is font can relay more information at one time. Remember to always check your font before publish. The next mistake we wanted to relay, goes hand in hand with remembering that a certain writing style create a certain feeling with-in your audience. The second mistake is using the incorrect kerning, now if this is your first go at Graphic Designs the term “Kerning” refers to the spacing located between letters in your font style. Kerning is technically defined as: “the process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result. Kerning adjusts the space between individual letter forms, while tracking (letter-spacing), adjusts spacing uniformly over a range of characters.” The reason why spacing is important is not only for print reasons but also because yet again spacing can create a specific atmosphere.
For Example: Below is the words “Come In”
C o m e I n
Both texts are the exact same size and in the exact same font, the only difference is spacing. The problem however can go both ways, your spacing could be either to close together or too far apart. Each effect will create a different feeling.
All this text about text, let’s move on to mistake number three! Failing to balance your colours, now we know this may seem a little obvious but balancing colours is more than just matching your Blues. Balancing colours starts with matching your Blues or Hues if you will, it’s about overall contrast and appeal. We did, yes, yet another “Quick Tip” about the psychology of colours, each one of us experiences colour in a unique way, you see Purple, they see Maroon and although these sound like the same thing to most, they are absolutely unique! Each colour we see, is sub-consciously linked an emotion. Ever wonder why all hospitals look eerily similar? Maybe why certain types of companies all seem to use the same colour scheme in their designs?...
The answer is simple when you see a certain colour such as “Baby Blue or Pink” most people respond with relaxation and a feeling of happiness, hence a lot of business looking to ease their customers and provide a sense of joy or peace use pastel colours. For example: A spa often uses Pastel Greens, Blues and Browns to appeal to a natural, calm state in their customers. The same can be said for corporate companies who prefer “Power Colours” such as: Black, Red, Orange as well as incorporating Dark Blues, Grey and Silver providing the feeling of trust, establishment, industry leaders or even a strong sense of tradition.
It’s important to find a unique colour scheme that is well balanced meaning visually appealing when placed together as a whole concept and will fit into your market group as well as future designs needs. When creating new designs, keep your colour scheme in mind and work with it to create new content, this will help improve not only your designs but also your brand recognition as well as relate better to your selected audience.
The final mistake we felt was important to relay was not proofing the final design, now every designer is guilty of this at one point or another in their career. Graphic Designs can be a seemly long process at times and after tons of adjustments, changes and tweaks our eyes can miss a few things, like the “typo” or the fact that that is not the right Red! It’s important to take five seconds, stand up, move around or even just look at something different then CAREFULLY re-look at your design. If possible get a fresh pair of eyes on that concept, sometimes a different perspective can save a design pitch from rolling downhill.
Have you got any tips or professional advice you would like to share? Let us know in the comments below or @TheCreativesChornicler